Campaigns with influencers are one of the favorite tools of the marks, since they allow to link their products to relevant names and with a good image and because prominently manage to connect with audiences. As demonstrated many products and many consumer trends, the ‘what you used’ or ‘what you buy’ has had a large impact over the years to change consumer habits.
Social networks and the Internet in general have made it much easier for brands to identify influencers while have created a new scenario which refers to influencers. Instead of being only the famous shift, as in the past and as has been happening in recent decades, when Hollywood actors and singers were recommending products, the network has made the influencers are increasingly varied characters and they are for very different issues. Now you no longer have to be a celebrity to become influencer. Now what matters is to know what they are talking about.
“The category influencers marketing is changing faster than many brands and agencies can process,” he told BizReport Promise Phelon, CEO TapInfluence. “The tradition of this industry, which was the exclusive domain of celebrities, has died,” he says, señalanado that these “foundational ashes” was born a new system of influencers in which the key is social platforms and marketing content.
What characterizes the new influencer and the new marketing associated with them? A joint study of TapInfluence and Altimeter has analyzed the reality of it to establish certain realities that have in common campaigns with influencers and therefore set the agenda in this environment.
What is happening in the marketing of influencers?
On the one hand, they have completely changed the structures and the founding principles, so to speak, of this type of marketing strategies. What is the key behind all these communication efforts and what makes marketing with different influencers? If you ask the influencers themselves, the key will be honesty. According to the study, 71% of influencers says that what makes consumers coming back again and again to them is honesty. That is, consumers trust them because they feel they are telling the truth.
For brands, things as far as marketing is concerned influencers focus, especially in the way in which the influencer share information and content about the brand. 71% of brands surveyed believes that the best way to ensure that marketing to be effective influencers is to convert the influencer in brand ambassador.
But if there’s something that both sides have in common it is the concern for money. This is not the first study that has addressed the issue and will not be the last. When it comes to marketing influencers there is still some confusion about how to pay and how much and whether it should or should not do. Influencers want to be compensated for talking about brands. They dream brands that make them free campaign.
According to data from this study in particular, the figures are not very high, brands are not clear yet how to put it in their budgets and influencers believe their work is trading lower. 72% of influencers believes that brands offer inadequate compensation for their work, which makes payment has become the main problem, meanwhile, as far as marketing is concerned with influencers. For brands, however, the problem is the budget. 54% of the brands considered unallocated budgets (i.e. not having closed the money you will spend on this) is their greatest scourge.
Campaigns with influencers do not move so much money, at least compared with other media campaigns and scenarios. 34% of these campaigns is below $5000 per campaign and 65% of the marks indicates that spends less than $10000 per year. For more reviews visit http://optimaspecialty.com/